Shell Malaysia Launches Road Safety Campaign Targeting Youth And Motorcyclists
Last weekend, Shell Malaysia launched #ShellSelamatSampai, a comprehensive road safety movement to drive road safety awareness and behavioural change among motorcyclists and youth. According to the Malaysian Institute of Road Safety Research (MIROS), motorcyclists and youths were the biggest segments contributing to road fatalities in Malaysia.
MIROS Chairman Tan Sri Lee Lam Thye said, “For almost six decades, Shell has shown its commitment in promoting road safety awareness and education – first through its iconic Shell Traffic Games and now with #ShellSelamatSampai. I am glad that Shell continues to maintain its strong partnership with MIROS and that the company graciously shares its global best practices and thought leadership to help us improve road safety in Malaysia.”
The event was officiated by Datuk Seri Saripuddin Kasim, Secretary General of Transport Ministry, representing the Transport Minister, who spoke about his interest in Shell’s initiatives to help the Government advocate for road safety for more than half a century. He said, “It is necessary to educate and change the attitude of road users regarding road safety and this program notably focuses on the high risk road users: youth and motorcyclists.”
According to Datuk Azman Ismail, Shell Malaysia Trading managing director, “#ShellSelamatSampai is designed to create a culture that reinforces good road safety behaviors for youth and motorcyclists in participating communities. Safety is part of our DNA and road transportation is integral to our business – our contractor drivers travel about 50 million kilometers annually in Malaysia alone; the equivalent of going around the world four times every day! These two factors combined have placed Shell in a unique position where it is both our privilege and responsibility to positively impact road safety.”
The program is designed to drive road safety behavior by reaching out to youth and motorcyclists holistically across three strategic environments: (1) secondary schools, (2) universities, and (3) the community.
In secondary schools, #ShellSelamatSampai will build knowledge and provide practical training on road safety as an official extracurricular program of the school. The program will deliver a comprehensive and fun learning module developed in collaboration with the Malaysian Road Safety Department (Jabatan Keselamatan Jalan Raya Malaysia – JKJR). Shell will also provide funding for selected students who successfully complete these modules to obtain legal motorcycle licenses.
In colleges and universities, the program will deliver “road safety boot camps” on campus, which will include opportunities for students to learn defensive driving techniques and have their motorcycles inspected by the Road Transport Department of Malaysia (Jabatan Pengangkutan Jalan – JPJ).
#ShellSelamatSampai will also work with local communities where the schools, colleges and universities are located to create Shell Safety Zones, so students can arrive and return home safely. Through its network of over 950 retail fuel stations nationwide, Shell will also partner with resident associations and local authorities to host Road Safety Carnivals; community-based events to encourage and celebrate positive road safety behaviors.
To drive impact sustainably, #ShellSelamatSampai will also work with the schools, colleges, universities and communities to develop relevant road safety policies and improve infrastructure, such as by upgrading roads and refurbishing road safety signage.
#ShellSelamatSampai will be piloted at two secondary schools, Sekolah Menengah Kebangsaan Subang and Sekolah Menengah Kebangsaan Subang Bestari; as well as UiTM Selangor Puncak Alam and the Kampung Melayu Subang community, reaching approximately 40,000 people. #ShellSelamatSampai will also be launched in Sarawak and Sabah later this year.
“This year, Shell Malaysia celebrates our 125th anniversary of fueling Malaysian progress. We started the journey for road safety education with school children when we launched our first Shell Traffic Games in 1957. Today, with #ShellSelamatSampai, we are building on our legacy and long-standing relationships with government and private sector partners to reach a new generation so that everyone can enjoy safer journeys on the road,” said Datuk Azman.
#ShellSelamatSampai partners include the Ministry of Education; Road Safety Department (JKJR); Road Transport Department (JPJ); Royal Malaysian Police (PDRM); Malaysian Institute of Road Safety Research (MIROS); Public Works Department (JKR); residents associations, local councils and district offices of participating communities; as well as participating secondary schools, colleges and universities.
#ShellSelamatSampai builds on the company’s previous road safety program, the iconic Shell Traffic Games, which provided road safety awareness to more than a million Malaysian students during its 58-year run. Shell also recently announced its partnership with the Malaysian Institute of Road Safety Research (MIROS) to improve road safety through the International Road Assessment Programme (iRAP).
